Omnichannel fashion brand Pomelo has released a third collection for its permanent sustainable line Purpose.
Seeking to lead the sustainability charge in the Southeast Asian fashion industry, the brand will be introducing Recycled PET (RPET) material to its Pomelo Purpose production processes for the first time.
As with the brand’s previous Pomelo Purpose collection, which placed a focus on clothing made exclusively from organic fabrics, dyes and cruelty-free materials, this collection intentionally incorporates eco-friendly practices from within the supply chain. Aiming to bring awareness to the importance of building sustainable fashion futures, the latest addition to the Purpose line is produced using RPET material and organically-sourced fabrics including linen, cotton, and natural dye.
RPET material, which is obtained from EcoMax, one of the few Asian suppliers of environmentally-friendly renewable fabric, is made from 100-per-cent post-consumer PET bottles that would otherwise enter landfills or pollute natural habitats. By incorporating RPET material into the production of Purpose pieces, Pomelo hopes to create higher-quality, lasting pieces that ease production pressures on finite natural resources.
Pomelo is encouraging its customers to drop off used clothing at its select partnered locations and offline stores, including the newly-opened Singapore flagship store at 313@Somerset. Pomelo Purpose shoppers can also schedule free pick-ups by scanning a QR code stitched into their Purpose products. All collected clothing is then redistributed to underprivileged partner communities, organisations and charities in Thailand, Singapore and Indonesia.
“Purpose by Pomelo has led the way for the fashion industry in the region to adopt environmentally-friendly practices through sustainable materials and processes,” said Pomelo CEO David Jou. “With this launch, we are hoping to make an even bigger impact by providing all Pomelo shoppers an opportunity to start their recycling journey using our free pick up service. We’re very excited to continue bringing innovation to this very important topic.”
From now until September 5, all Pomelo online customers in Singapore, Thailand and Indonesia will be able to book a free pick-up for up to 3kg of used clothing via the Pomelo App. After the promotional period, free pick-ups will be limited to first-time Pomelo Purpose shoppers only.